42244 3 3 econsultancy_xml <p>The top sites by page impression are: </p> <ul> <li>Google, with 3.8bn<br /></li> <li>eBay - 3.7bn<br /></li> <li>Yahoo - 2bn<br /></li> <li>Facebook has most page impressions per UK visitor<br /></li> <li>Bebo is next on 436, followed by eBay on 256 </li> </ul> <p>Top sites by visits are: </p> <ul> <li>Google - 431m<br /></li> <li>MSN/Windows Live - 221m<br /></li> <li>Yahoo - 178m<br /></li> <li>Google has 16.8 visits per visitor, MSN has 12.7, while Facebook has 12.2 </li> </ul> <p>Most engaging UK sites (by time spent on site):</p> <ul> <li>eBay - 27.9m hours spent<br /></li> <li>Google - 21.8m hours<br /></li> <li>MSN/Windows Live - 15.7m hours<br /></li> <li>RuneScape - 6 hours 32 mins per visitor<br /></li> <li>EA Online - 3h 7m<br /></li> <li>Bebo - 2h 37m </li> </ul> <p>Games-related sites accounted for four of the top seven sites by time per visitor, yet none of these sites were in the top 50 for page views - Nielsen analyst Alex Burmaster argues that users engage with these sites in a way that is closer to TV, and that time spent is becoming more of a factor for advertisers. </p> <p>According to Burmaster: </p> <blockquote> <p> <em>"As the technology that publishers use to deliver content to the user moves away from static, reloaded pages to more streamlined content – e.g. online videos - the page-view is becoming a less relevant gauge of where might be the best place to advertise online." </em> </p> <p> <em>"Consequently advertisers will have to look at other metrics, such as time spent or visits, to see where their online ad pound might be best spent.”</em> </p> </blockquote> <p>Certainly, time spent on a website is a useful metric when looking at how users interact with a site, but it does have its drawbacks. </p> <p>It doesn't take account of time spent on RSS feeds for instance, and stats could be skewed if a user simply goes away from their PC or laptop and leaves a site open on their browser. </p> <p>That said, no metric is perfect - unique visitors, the most reliable method at the moment, still has its inaccuracies. A recent comScore study found that <a href="/blog/1054-cookie-based-data-inflates-website-stats">cookie deletion was inflating visitor stats by as much as 150%</a>. </p> <p> <strong>Further Reading: <br /></strong> <a href="/blog/462-measuring-web-2-0-the-death-of-the-page-impression">Measuring Web 2.0 – The death of the page impression</a> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>The top sites by page impression are: </Paragraph> <List Type="Disc"> <ListItem>Google, with 3.8bn<LineBreak /></ListItem> <ListItem>eBay - 3.7bn<LineBreak /></ListItem> <ListItem>Yahoo - 2bn<LineBreak /></ListItem> <ListItem>Facebook has most page impressions per UK visitor<LineBreak /></ListItem> <ListItem>Bebo is next on 436, followed by eBay on 256 </ListItem> </List> <Paragraph>Top sites by visits are: </Paragraph> <List Type="Disc"> <ListItem>Google - 431m<LineBreak /></ListItem> <ListItem>MSN/Windows Live - 221m<LineBreak /></ListItem> <ListItem>Yahoo - 178m<LineBreak /></ListItem> <ListItem>Google has 16.8 visits per visitor, MSN has 12.7, while Facebook has 12.2 </ListItem> </List> <Paragraph>Most engaging UK sites (by time spent on site):</Paragraph> <List Type="Disc"> <ListItem>eBay - 27.9m hours spent<LineBreak /></ListItem> <ListItem>Google - 21.8m hours<LineBreak /></ListItem> <ListItem>MSN/Windows Live - 15.7m hours<LineBreak /></ListItem> <ListItem>RuneScape - 6 hours 32 mins per visitor<LineBreak /></ListItem> <ListItem>EA Online - 3h 7m<LineBreak /></ListItem> <ListItem>Bebo - 2h 37m </ListItem> </List> <Paragraph>Games-related sites accounted for four of the top seven sites by time per visitor, yet none of these sites were in the top 50 for page views - Nielsen analyst Alex Burmaster argues that users engage with these sites in a way that is closer to TV, and that time spent is becoming more of a factor for advertisers. </Paragraph> <Paragraph>According to Burmaster: </Paragraph> <Block> <Paragraph> <Quote>"As the technology that publishers use to deliver content to the user moves away from static, reloaded pages to more streamlined content – e.g. online videos - the page-view is becoming a less relevant gauge of where might be the best place to advertise online." </Quote> </Paragraph> <Paragraph> <Quote>"Consequently advertisers will have to look at other metrics, such as time spent or visits, to see where their online ad pound might be best spent.”</Quote> </Paragraph> </Block> <Paragraph>Certainly, time spent on a website is a useful metric when looking at how users interact with a site, but it does have its drawbacks. </Paragraph> <Paragraph>It doesn't take account of time spent on RSS feeds for instance, and stats could be skewed if a user simply goes away from their PC or laptop and leaves a site open on their browser. </Paragraph> <Paragraph>That said, no metric is perfect - unique visitors, the most reliable method at the moment, still has its inaccuracies. A recent comScore study found that <Link URL="/blog/1054-cookie-based-data-inflates-website-stats" Window="New">cookie deletion was inflating visitor stats by as much as 150%</Link>. </Paragraph> <Paragraph> <Emphasis>Further Reading: <LineBreak /></Emphasis> <Link URL="/blog/462-measuring-web-2-0-the-death-of-the-page-impression" Window="New">Measuring Web 2.0 – The death of the page impression</Link> </Paragraph> </FormattedContent> 2007-04-19T11:06:00+01:00 3 1 econsultancy_xml <p> <strong>A new study by Nielsen/NetRatings examines the top UK websites using three different metrics - page impressions, visitors, and time spent. It concludes that the page view is becoming less relevant, a mantra we're hearing increasingly often.</strong> </p> <p> <a href="http://www.nielsen-netratings.com/pr/pr_070417_UK.pdf">The report</a> argues that the growth of Web 2.0 sites, and the different ways that users are interacting with social media means that advertisers are looking beyond the <a href="/blog/836-what-will-replace-the-page-impression">page impression</a> as a way to measure user behaviour. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>A new study by Nielsen/NetRatings examines the top UK websites using three different metrics - page impressions, visitors, and time spent. It concludes that the page view is becoming less relevant, a mantra we're hearing increasingly often.</Emphasis> </Paragraph> <Paragraph> <Link URL="http://www.nielsen-netratings.com/pr/pr_070417_UK.pdf" Window="New">The report</Link> argues that the growth of Web 2.0 sites, and the different ways that users are interacting with social media means that advertisers are looking beyond the <Link URL="/blog/836-what-will-replace-the-page-impression" Window="New">page impression</Link> as a way to measure user behaviour. </Paragraph> </FormattedContent> false 1069 363109 Time spent more valid than the page view - Nielsen false 2007-04-19T14:09:00+01:00 time-spent-more-valid-than-the-page-view-nielsen 2009-04-28T22:47:05+01:00 2009-04-28T22:47:05+01:00 478